科特勒市场营销第十一章习题与答案.doc

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1、【精品文档】如有侵权，请联系网站删除，仅供学习与交流科特勒市场营销第十一章习题与答案.精品文档.Chapter 11 Pricing Strategies1) Companies facing the challenge of setting prices for the first time can choose between two broad strategies: market-penetration pricing and _.A) market-level pricingB) market-competitive pricingC) market-skimming pricing

2、D) market-price liningE) market-price fillingAnswer: CDiff: 2Page Ref: 312Skill: ConceptObjective: 11-12) Of the following, which statement would NOT support a market-skimming policy for a new product?A) The products quality and image support its higher price.B) Enough buyers want the products at th

3、at price.C) Competitors are not able to undercut the high price.D) Competitors can enter the market easily.E) C and DAnswer: DDiff: 3Page Ref: 312Skill: ConceptObjective: 11-13) A firm is using _ when it charges a high, premium price for a new product with the intention of reducing the price in the

4、future.A) price skimmingB) trial pricingC) value pricingD) market-penetration pricingE) prestige pricingAnswer: ADiff: 2Page Ref: 312Skill: ConceptObjective: 11-14) A marketer must be familiar with the five major product mix pricing situations. Which of the following is NOT one of them?A) product li

5、ne pricingB) optional-product pricingC) captive-product pricingD) unbundled product pricingE) by-product pricingAnswer: DDiff: 3Page Ref: 313Skill: ConceptObjective: 11-25) A challenge for management in product line pricing is to decide on the price steps between the _.A) various products in a lineB

6、) product mixesC) product groupingsD) product linesE) various target marketsAnswer: ADiff: 2Page Ref: 313Skill: ConceptObjective: 11-26) HiPoint Telephone Company uses two-part pricing for its long-distance call charges. Because this is a service, the price is broken into a fixed rate plus a _.A) fi

7、xed rate usageB) variable usage rateC) standard usage rateD) market usage rateE) none of the aboveAnswer: BDiff: 1Page Ref: 315Skill: ConceptObjective: 11-27) Which of the following is NOT a price adjustment strategy?A) segmented pricingB) promotional pricingC) free samplesD) geographical pricingE)

8、seasonal pricingAnswer: CDiff: 2Page Ref: 315Skill: ConceptObjective: 11-38) Service Industries, Inc., plans to offer a price-adjustment strategy in the near future. They could consider each of the following EXCEPT _.A) discount and allowance pricingB) segmented pricingC) physiological pricingD) pro

9、motional pricingE) location pricingAnswer: CDiff: 2Page Ref: 315Skill: ConceptObjective: 11-39) A quantity discount is a price reduction to buyers who purchase _.A) frequentlyB) large volumesC) close outsD) inferior merchandiseE) superior merchandiseAnswer: BDiff: 2Page Ref: 316Skill: ConceptObjecti

10、ve: 11-310) Quantity discounts provide an incentive to the customer to buy _.A) more products or services from a variety of sellersB) less from another competitorC) more from one given seller, rather than from many different sourcesD) more than he or she needsE) bundled merchandiseAnswer: CDiff: 2Pa

11、ge Ref: 316Skill: ConceptObjective: 11-311) Which of the following conditions should exist for segmented pricing to be an effective strategy?A) The market must be able to be segmented.B) The segments must show different degrees of demand.C) Competitors cant undersell in the segment being charged the

12、 higher price.D) All of the above.E) None of the above.Answer: DDiff: 2Page Ref: 317Skill: ConceptObjective: 11-312) Consumers usually perceive higher-priced products as _.A) not within reach of most peopleB) having a higher qualityC) having high profit marginsD) popular brandsE) being in the introd

13、uctory stage of the product life cycleAnswer: BDiff: 2Page Ref: 317Skill: ConceptObjective: 11-313) Michael and John both own leather jackets and are currently shopping for two new ones. They both have prices in mind and refer to them when shopping. These prices are termed _.A) psychological pricesB

14、) reference pricesC) comparison pricesD) price pointsE) skimmed pricesAnswer: BDiff: 2Page Ref: 319Skill: ConceptObjective: 11-314) All of the following are typical ways a reference price might be formed in a buyers mind EXCEPT _.A) noting current pricesB) remembering past pricesC) assessing the buy

15、ing situationD) comparing it to a new productE) influences from sellersAnswer: DDiff: 2Page Ref: 319Skill: ConceptObjective: 11-315) What type of pricing is being used when a company temporarily prices it product below the list price or even below cost to create buying excitement and urgency?A) segm

16、ented pricingB) psychological pricingC) referent pricingD) promotional pricingE) dynamic pricingAnswer: DDiff: 1Page Ref: 320Skill: ConceptObjective: 11-316) Promotional pricing can have all of the following adverse effects EXCEPT _.A) creating deal-prone customersB) eroding the brands value in the

17、eyes of customersC) giving pricing secrets away to competitorsD) becoming addicting to both the customer and businessE) instigating industry price warsAnswer: CDiff: 2Page Ref: 320Skill: ConceptObjective: 11-317) Durango China Company charges all customers within a given geographical area a single t

18、otal price. The more distant the area, the higher the price. This is _.A) freight-absorption pricingB) zone pricingC) uniform-delivered pricingD) FOB-origin pricingE) bulk rate pricingAnswer: BDiff: 2Page Ref: 321Skill: ConceptObjective: 11-318) Which of the following is the opposite of FOB-origin p

19、ricing?A) basing-point pricingB) freight-absorption pricingC) uniform-delivered pricingD) freight-absorption pricingE) zone pricingAnswer: CDiff: 3Page Ref: 321Skill: ConceptObjective: 11-319) Freight-absorption pricing is used for _ and _.A) market penetration; higher profit marginsB) holding on to

20、 increasingly competitive markets; higher profit marginsC) market penetration; holding on to increasingly competitive marketsD) generating temporary higher profits; discouraging competitorsE) services; installationsAnswer: CDiff: 3Page Ref: 321Skill: ConceptObjective: 11-320) When a company charges

21、the same rate to ship a product anywhere in the United States, it is using which form of geographic pricing?A) F.O.B. deliveredB) F.O.B. factoryC) F.O.B. originD) uniform deliveredE) basing-pointAnswer: DDiff: 1Page Ref: 321Skill: ConceptObjective: 11-321) When pricing internationally, most companie

22、s adjust their prices to reflect _.A) local market conditionsB) cost considerationsC) local laws and regulationsD) exchange-rate fluctuationsE) all of the aboveAnswer: EDiff: 2Page Ref: 323AACSB: Multicultural and DiversitySkill: ConceptObjective: 11-322) Most companies that conduct international bu

23、siness _ to _.A) adjust their prices; take local market conditions into considerationB) use promotional pricing; create excitement in new marketsC) use geographical pricing; reduce delivery costsD) set a uniform price; maintain a consistent product imageE) initiate price cuts; compensate for import

24、tariffs and taxesAnswer: ADiff: 2Page Ref: 323AACSB: Multicultural and DiversitySkill: ConceptObjective: 11-323) When a competitor cuts its price, a company is most likely to decide to _ if it believes it will not lose much market share or would lose too much profit by cutting its own price.A) reduc

25、e its production costsB) reduce its marketing costsC) maintain its current prices and profit marginD) increase its marketing budget to raise the perceived value of the productE) increase its production costs to improve the quality of the productAnswer: CDiff: 2Page Ref: 326Skill: ConceptObjective: 1

26、1-424) When faced with a competitor who has cut its products price, which of the following is typically the most efficient way for a company to maintain its own price but raise the perceived value of its offer?A) improving the quality of the productB) introducing a higher-priced premium brandC) alte

27、ring the companys marketing communicationsD) bundling the offer with add-onsE) distributing the product through less costly channelsAnswer: CDiff: 3Page Ref: 326Skill: ConceptObjective: 11-425) The Sherman, Clayton, and Robinson-Patman Acts are all federal laws that were enacted to curb the formatio

28、n of _.A) monopoliesB) oligopoliesC) competitive marketsD) international marketsE) limited partnershipsAnswer: ADiff: 2Page Ref: 327AACSB: Ethical ReasoningSkill: ConceptObjective: 11-426) When sellers set prices after talking to competitors and engaging in collusion, they are involved in _.A) preda

29、tory pricingB) discriminatory pricingC) price-fixingD) skimming pricingE) penetration pricingAnswer: CDiff: 2Page Ref: 328AACSB: Ethical ReasoningSkill: ConceptObjective: 11-427) Price discrimination is legal under which of the following conditions?A) when a manufacturer and reseller have agreed upo

30、n a specified retail price for a productB) when a manufacturer sells to retailers in different marketsC) when a seller can prove its costs are different when selling to different retailersD) when a seller advertises prices that are not actually available to consumersE) when a seller has not communic

31、ated with competitors before announcing pricesAnswer: CDiff: 3Page Ref: 330AACSB: Ethical ReasoningSkill: ConceptObjective: 11-428) Marks Markers, a manufacturer of color markers, has required its dealers to charge a specified retail price for its markers. Marks is most likely guilty of _.A) price-f

32、ixingB) retail price maintenanceC) price discriminationD) price collusionE) unfair price skimmingAnswer: BDiff: 2Page Ref: 330AACSB: Ethical ReasoningSkill: ConceptObjective: 11-429) Pricing strategies tend to change and evolve as the average product passes through its life cycle.Answer: TRUEDiff: 1

33、Page Ref: 312Skill: ConceptObjective: 11-130) When using product bundle pricing, sellers combine several of their products and offer the bundle at an increased price for increased profit.Answer: FALSEDiff: 1Page Ref: 315Skill: ConceptObjective: 11-232) A seasonal discount is a price reduction to buy

34、ers who buy merchandise or services while they are in season.Answer: FALSEDiff: 2Page Ref: 316Skill: ConceptObjective: 11-333) Segmented pricing is known by other names; two of the most common are revenue management and yield management.Answer: TRUEDiff: 2Page Ref: 317Skill: ConceptObjective: 11-334

35、) The frequent use of promotional pricing can lead to industry price wars.Answer: TRUEDiff: 2Page Ref: 320Skill: ConceptObjective: 11-335) The FOB-origin pricing strategy means that the goods sold are placed free on board a carrier. At that point the title and responsibility pass to the customer, wh

36、o pays the freight from the factory to the destination.Answer: TRUEDiff: 3Page Ref: 321Skill: ConceptObjective: 11-336) When Redmans Variety raised their store prices 40 percent and then ran a 20 percent off sale, Redmans was guilty of deceptive pricing.Answer: TRUEDiff: 2Page Ref: 330AACSB: Ethical

37、 ReasoningSkill: ApplicationObjective: 11-437) Companies bringing out a new product can choose between two pricing strategies. What are they? And please try to distinguish between the two (List the requirements for using these strategies).Answer: Market skimming is used to skim revenues layer by lay

38、er from the market by entering the market with high initial prices. The products quality and image must support its higher price, and enough buyers must want the product at that price. The costs of producing a smaller volume cannot be so high that they cancel the advantage of charging more. Competit

39、ors should not be able to enter the market easily and undercut the high price. Market penetration is used to penetrate the market quickly and deeply to attract a large number of buyers quickly and win a large market share by setting a low price initially when it enters the market. The market must be

40、 highly price sensitive so that a low price produces more market growth. Production and distribution costs must fall as sales volume increases. Also, the low price must help keep out competition and be maintained over time.Diff: 2Page Ref: 312-313AACSB: Analytic SkillsSkill: ApplicationObjective: 11-1